Prime Minister Andy Burnham announced an accelerated timeline for consumer protection measures aimed at curbing subscription-related deception and misleading retail pricing practices. The regulatory changes were originally introduced under his predecessor Sir Keir Starmer in April but will now take effect by January 2027, three months earlier than initially scheduled.
The subscription-related reforms require businesses to provide transparent upfront information about pricing, send regular renewal reminders to customers, and simplify cancellation procedures. According to government estimates, these measures could save consumers approximately £400 million annually, with individual savings of up to £170 per person. The Department for Business and Trade identified significant consumer harm, noting that 10 million unwanted active subscriptions exist across the UK, with over 3.5 million individuals being automatically transitioned from free or discounted trial periods into paid contracts without clear consent, and another 1.3 million experiencing unexpected auto-renewal charges.
The government is also moving to restrict retailers from using misleading pricing tactics, including false “was” prices, fabricated discount claims, and deceptive recommended retail price (RRP) displays. A consultation on implementation details will launch in the coming autumn. Consumer advocacy organization Which? endorsed the announcement, having previously documented widespread deceptive practices among established brands, while calling for rapid implementation.
Opposition figures criticized the measures as reheated policy already outlined under the previous government. The Conservative Party’s Digital Markets, Competition and Consumer Act, enacted in 2024, already addressed certain subscription issues and false pricing in some contexts. The Liberal Democrats urged stronger protections, including measures against supermarket shrinkflation and enhanced safeguards for vulnerable consumers.
Burnham framed these changes as part of broader cost-of-living relief efforts alongside existing policies such as bus fare caps and electricity VAT reductions. However, observers note that more substantial fiscal interventions may be expected in the upcoming Budget scheduled for 28 October, though Chancellor John Healey has emphasized strict budgetary constraints.
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